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Less than a decade ago, the two communications tools available
online were websites and emails. Today, the digital space is
becoming increasingly vital and the tools used to maximise
effectiveness are multiplying and morphing at an incredible
rate.
The recent recession drove many businesses to re-evaluate their
online presence. Many adjusted the balance of online/offline spend,
attracted by the tools and tactics available and the measurability
of return on marketing investment.
From a pure advertising perspective, there are still
opportunities to buy buttons, banners, skyscrapers and the like -
but there are four dynamic and developing strands which are
captivating both marketers and PR professionals.
Firstly, video - especially user-generated video. This is a
rapidly-growing content category. Consumers are visually driven -
and the YouTube phenomena continues to engage on an unprecedented
level. The main challenge is maintaining high quality alongside
speed and cost-efficiency.
The second opportunity comes through pay-per-click advertising.
Targeted Google AdWords campaigns, for example, can drive
high-quality traffic and yield measurable results.
Another growth arena is that of social media marketing. Those
who are pioneering with Facebook, Twitter and LinkedIn with a
commercial attitude will be the ones who ultimately benefit most
from the experience. Social media is a means to an end, not an end
in itself.
The final - and over-arching development is really the simplest,
but perhaps of greatest interest and scope. The web is all about
fresh and relevant content. Compelling, timely news, features and
opinion - whether micro-blogs or in other written formats.
Considered content strategies, meticulously maintained
and featuring carefully crafted copy will generate loyalty,
build audiences and develop dialogue. Those of us that work with
words and pictures must apply them thoughtfully and thoroughly to
the new digital canvas unfolding daily before us, if we want the
web to continue to create value for our organisations.
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